Human Crash Test Dummies

Not every idea is a good idea. Some are just plain stupid. Others need refining. But there are a few that are brilliant. They change culture. They shape history. They endure.

Most of the best ideas seem so obvious, they leave people asking themselves, “Why didn’t I think of that?” The truth is you might have thought of it first, and made the mistake of seeking the opinion of someone who told you it would never work, or you may have lacked the conviction to pursue it.

Take the history of flight for example, I’m sure it wasn’t too difficult to see a bird gracefully soaring through the sky and think; “It would be great if we could fly like that.” The next step is critical. There are some who would craft a pair of wings, attach feathers and jump off a cliff. They most likely died. They are what I like to call human crash test dummies. Their goal is to be first, at all costs. Others like DaVinci thought about it, but never strapped on a pair of wings.

In business, perception is more important than fact. You don’t have to be first to market to be successful, but you want to own mindshare. Let’s play a game. After the Wright Brothers’ historic flight, who broke their record? I don’t know either. OK, let’s try this one. What is the name of the world's leading aerospace company and the largest manufacturer of commercial jetliners and military aircraft combined? Did you guess Boeing? Good.

I’m sure most people throughout time said, “We are not birds. We will never fly.” Fortunately they were wrong too. Some great ideas just need the right timing to be successful. Learn from the dummies that tried and failed. The Wright Brothers learned and even succeeded in their quest to fly. But the good news is their success was not the end. It was only the beginning.


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THE BOTTOM LINE:

Principal 1: Perception in the market is more important than being first.

Principal 2: There is a difference between a fad and a trend. Pursue the trend.

Principal 3: Market timing is critical to the success of your business. If you are too early or too late, you may fail even if the idea is good.

Gut Check

Self-doubt and fear prevent people from truly following their passion. The result is they settle for less and don’t rock the boat. It’s time to rock this boat.

When I moved to Colorado in 1995, my first purchase was a mountain bike. Apparently I had been inspired by Mountain Dew commercials. It was like going skiing for the first time and skipping the bunny hill, the green runs, the blue runs and even the black diamonds. It was like being dropped from a helicopter for an extreme back-country adventure. Going uphill was difficult enough, but looking back down the mountain was horrifying.

As I looked down at a 12-inch trail scattered with rocks, boulders, and very poorly placed roots and trees, I could feel my heart in my throat and my stomach beginning to churn. Self-doubt and fear were very real emotions. I tried to calm myself by thinking that people do this kind of thing all the time. Heck, the Mountain Dew guy didn’t die, right? So down I went. It was not pretty or even successful, but I did go down.
When I told the story to a friend of mine who was a sponsored racer, he laughed and asked where I went. I told him. His response was, “Are you crazy? Nobody goes down that hill.” I did feel a little better after hearing that, and by comparison, my next ride was simple.

It has become evident that I will never be a professional mountain biker, but I have learned that you will never know what you are capable of without a “gut check” every once-in-a-while.


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THE BOTTOM LINE:

Principal 1: You have to be tested to know what you are capable of.

Principal 2: Perseverance is required for success. Otherwise you aren’t good, you’re just lucky.

Principal 3: Fear is not truth. It’s just fear.

One Step Back. Two Steps Forward.

I think it’s time for a little history lesson. I recently read a book about Thomas Edison. He was incredible, there is no doubt about it, but just like most people, he still needed investors to back his ideas. Edison was a true innovator. But his success was also due to a great team he called “muckers”. His muckers worked like crazy to turn his ideas into reality. Also, let’s not forget that Edison wasn’t trying to get rich quick. He said, “Genius is one percent inspiration and ninety-nine percent perspiration.”

Here’s some more to think about: the Wright brothers did not invent the airplane; Henry Ford didn’t invent the car; Robert Fulton didn't invent the steam ship; and neither Bill Gates nor Steve Jobs invented computers. So what do these historically great people all have in common? They all took a good idea and made it better. Where would we be if they hadn’t? The truth is, someone else would have done it too.

If being the originator of an idea was the only measure of success, we would never have made it to the moon. Today’s greatest innovations are most often improvements on existing ideas or processes. Keep this in mind when thinking about how to move your business forward.

It may be worth taking a step back to look seriously at what has been done. You may be surprised that the greatest leaps forward can be made when you improve on an old process. They call it progress.

There is an old marketing adage that says, “It’s better to be first than best.” I think they are wrong. After all, how many people still buy Zenith televisions?

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THE BOTTOM LINE:

Principal 1: To succeed you need to move forward despite what other people say.

Principal 2: Innovation is not a synonym for invention, nor is it a synonym for creativity. Innovation is about improving process, re-thinking ideas, and executing a plan.

Principal 3: History can teach us if we are willing to learn. Many great businesses have failed because they stopped moving forward.

A new car for my phone

I was just thinking back to when I finally caved and purchased a mobile phone.  At the time (2007) I was going through a bit of a rebellious stage. For years people had been telling me I “need” a cell phone. Then they proceeded to give me a laundry list of reasons why I needed one – I didn't
Then along came the iPhone. They almost had me. I wanted it. I still didn’t need it, but that didn’t matter. It just looked cool and it did a lot of great things I didn't need help with, like find a Starbucks. That sounds good, but I am capable of opening my eyes, so that wasn’t too convincing. So why did I want it? 

Consumers use a combination of intellectual and emotional justifications to make purchasing decisions; therefore brand impact is more strategic when leveraging both intellectual and emotional persuasion tactics.

Consider this, Americans consistently spend anywhere from $15,000 to $75,000 on a new car. A major factor in that purchasing decision is whether or not it has a navigation system, an smartphone compatible sound system, or satellite radio. Therefore, it must be safe to say that all cars are essentially the same. It’s true; they all get about the same gas mileage, function in the same way and get us where we want to go. So what drives the purchase? Is it money? For some it is. But for others, they just want what they want.

“Want” is powerful! It is not practical.



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THE BOTTOM LINE:

Principal 1: In an attempt to cut costs, companies are sacrificing the intangibles that most often create “want”.

Principal 2: No matter how convincing you may be, you can’t create “want” by appealing to intellect alone.

Principal 3: Intellect provides justification for what you already want.

The Game

Congratulations, if you’re in business, you’re in the game. By the way, did anyone explain the rules? Never mind, it doesn’t matter, they’ll change anyway. Today’s game seems to be follow-the-leader.

Think about it, companies today are desperately trying to copy each other. Who chose this game? I’d bet money it’s the leader. Have you ever really thought about playing follow-the-leader? If you have, I’m sure you realize you can’t win. So why play?

Don’t get me wrong, I realize follow-the-leader can be fun. It can be exciting. You may even be thrilled at what you are able to accomplish. But if you really want to be the leader, you will soon find out the fun wears off and it won’t be long before you get tired or frustrated.

Here’s a suggestion for the leaders... Play your own game – the game you get to lead. If you do, make up rules that will allow you to win. If you can’t think of any, maybe you got in the game too soon.


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THE BOTTOM LINE:

Principal 1: You can’t win if the rules keep changing. Don’t play that game.

Principal 2: They zig, you zag. You might as well; you’ll never zig exactly like the one you are following.

Principal 3: Take the time for a little introspection. You must know your weaknesses to effectively play to your strengths.

Kindergarten Basics

Life is full of lessons. If you are smart, you learn from them. My education began when I was five years old. I was thrilled to go to school, but I was also nervous. I didn’t know what to expect. It didn’t take long to learn that if I climbed a tree during recess, I wasn’t asked to come back in. Everyday my mother asked me how school was and I said, “Great!” She asked what I learned and I said, “Nothing.” Then she asked what I did, and I said, “Play in the tree.”

The next thing I know she went to school to speak with my teacher. She asked her if she knew I was in the tree during school, and the teacher responded, “Yes. He will come in when he’s ready to learn.” “NO HE WON’T!” my mother said, “You need to tell him it’s time to learn and he will learn.”

I was taken out of that school and I wasn’t able to start in again until the next year. I had failed kindergarten. The good news is I did learn. Clear communication is essential. It works. If you want someone to register, tell them to register. If they’re supposed to buy something, tell them to buy it. You would be surprised how many businesses are less than successful because they think clear communication is pushy.

There is a big difference between a hard sell and clear communication. Choosing a product or a service can be difficult. It involves both an intellectual and emotional decision. If you know that, you will know how to communicate. Another approach is to sit passively and hope that someone to come to you. If they’re anything like me, they can probably think of better things to do.

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THE BOTTOM LINE:

Principal 1: If you fail, learn from it and move on.
Principal 2: If you just build it, they won’t come. That’s why marketing and sales exist. Use them.

Principal 3: You make decisions intellectually. Purchasing adds an emotional element.

Never Lost: My GPS Nightmare

It was 2006, I walked out of Hertz with the keys to my Jaguar in hand. (Upgrades are fun!) I was looking forward to touring California’s wine country and coast. I felt completely at ease. Hertz supplied me with their Never Lost Navigation System. Two hours into the trip, I began to experience a unique version of road rage. This one involved me and that persistent voice on the GPS. She told me I wasn’t on the road. I was! She told me I was lost. I wasn’t! She wanted to re-plot my course. I wanted to throw her out the window.

On that same subject, have you ever looked at directions from MapQuest when you already knew the way? If so, you know that they may eventually get you to your destination but it’s not always the best route.

When you don’t know the way, the most assured way to get where you want to go is to give the keys to the person who knows how to get there. (I know it’s your car. But if I’m driving your car, I’m going to be extra careful.) You may be thinking, “I’ll drive and just ask directions when I need them.” That works too, but it can become frustrating, especially when you disagree with the person giving the directions.

There are other ways to travel. You still have a choice. You could get a dirty cab or a limousine. You could charter a flight or wait in a security line, or better yet, on a runway without air conditioning, with someone else’s child climbing on you while you try to ignore the fact that your connecting flight is already leaving.

So, do you go with that publicly traded mega agency and follow their rules? At first, you may be excited about all the useless features they have to offer, but you may also want to throw them out the window after your first two hour meeting.

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THE BOTTOM LINE:
Principal 1: Don’t become enamored with prestige.
Principal 2: Don’t be distracted by useless gimmicks and strategies that have nothing to do with the business at hand.
Principal 3: Sometimes you’ve got to be willing to trust your gut. Don’t let someone tell you that you are not headed in the right direction when you can see the road right in front of you.

Honorable Intentions?

I walked into the room and instantly my eyes met hers. I felt the connection. It was love at first sight. As I took my seat, I could feel my heart beginning to pound. Third grade was going to be fantastic!

I knew we were perfect for each other. All I had to do was get her to notice me, but the best I could come up with was to fall out of my seat. It worked! Everyone laughed. She looked at me and rolled her eyes. She definitely noticed me.

We never did get married. I guess there was still a lot I had to learn about establishing a relationship. In hindsight I can see that I could have made a better first impression. I never really spoke to her; instead, I just tried to get her to notice me. And I was never clear about my intentions.

I’m much older now, but I still see marketing efforts that use that tried-and-true third grade method of establishing relationships. Or worse yet, they go for the adult method and don’t quite tell the whole truth. It may work at first, but for a long-lasting relationship clear communication is the key.


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THE BOTTOM LINE:

Principal 1: Increase your sales and response rates by clearly stating what you want your customer to do. Don’t assume they understand your intentions.

Principal 2: Marketing is about establishing and building relationships – not 15 minutes of fame.
Principal 3: Your time, money and effort are pointless if you don’t have what your audience wants. It won’t do any good to get noticed if you don’t get results.

How many CEOs does it take to Change a Light Bulb?

It had been a hard week, but the weekend had finally arrived. My wife had taken care of everything for me, just so I could relax. (I don’t mean to make anyone jealous, but my wife is awesome!) I was lounging around when I thought, “I’m finally going to fix that light that’s been bugging me.” (It doesn’t hang quite right.)

I got up from the chair grabbed my toolbox and turned into “Handy Man”.
(I have no particular super powers, but I do have a couple of tools and a really sweet hammer.) I’m capable of fixing anything. My awesome wife looked at me and smiled. She suggested we call a professional. “I am a professional!” I said, “I can do anything.”

An hour (and a couple of choice words) later my wife was still smiling – I wasn’t. “It’s not my fault.” I said, “The bracket keeps slipping and the screw has some kind of weird head that none of my screwdrivers seem to fit.” That’s OK. I’m creative. I can think of something.

So, the project was finished and I was feeling pretty proud of myself as I watched the Drywaller patch the ceiling. True, I wasted the weekend, but I’d made it work. By this time my wife had stopped smiling. It’s possible she had something different in mind for our weekend.


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THE BOTTOM LINE:

Principal 1: What appears to be incredibly simple can become a nightmare without the proper tools.

Principal 2: Just because you can do something, doesn’t mean you should.

Principal 3: Time is valuable. Use it wisely. It may save you money in the long run.

The Power of Pink

In 1976 my mother became a Mary Kay consultant and my life changed forever. My world turned pink. It wasn’t long before we were driving to my football games in a pink Cadillac. (You have to be tough to step out of a pink Cadillac and onto the football field.)

As I watched her business grow, it became obvious that she sold much more than a product. She sold a company, a philosophy, and a lifestyle, but mostly she truly cared about people. I witnessed incredible transformations take place, and I’m not just talking about before and after pictures either. Women didn’t just become customers; they became members of her unit and sold for her.

Not every Mary Kay consultant has the same success, but they all have the same products. There must be more to sales than a product or a service.

I see companies everywhere that don’t successfully implement their marketing strategy; they don’t value quality materials, or can’t seem to leverage existing business assets. The result is they may have a lot to offer, but don’t have much appeal. The other extreme are businesses that are all “flash and glitz” but lack substance. Finding the proper balance of image and content in your marketing will bring out your business’s natural beauty and confidence.

I would love to help your business transform, and I promise not to use pink; unless it’s your color.


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THE BOTTOM LINE:

Principal 1: Sales is never just about the product. If you sell “the right way”, your customers will sell for you.

Principal 2: Successful marketing is finding the proper balance between looks and substance.

Principal 3: Don’t become so focused on your own business that you stop paying attention to what you can learn from others.

Why Buy the Cow

Remember the good old days when NetZero pledged that free internet service was our right and Napster made music sharing free. (Are you old enough for these references?) Even banks were offering everything for free – free checking, free ATM transactions, free BillPay service. Oh, those were good times. We were so close to finally achieving a Utopian society.

Wait, everything is still free, right? But haven’t we really always known that free was too good to be true? If it’s free, there must be a catch. Will we ever be able to trust the word free again? Lookout, our perfect society appears to be coming apart at the seams.

Wasn’t the point of all of that "free stuff" to create loyalty? Instead, we’ve created a monster by using and abusing marketing’s most powerful word. When did we stop working hard to get what we want, or waiting for the right time to buy? Now, we buy things we can’t afford; then complain about interest payments.

Someone please set the alarm. We need a wake-up call. There must be a better way to get new business than to give it all away and hope that you don’t go bankrupt. Businesses, you must challenge your agency to come up with an idea, a benefit, or a solid strategy for growing your business rather than resorting to cheap gimmicks or bribery.

Maybe we all should get some self-respect. Maybe we should start to play hard to get. Maybe then people will buy the cow and quit expecting free milk.

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THE BOTTOM LINE:

Principal 1: Free is the most over-used and abused word in marketing.

Principal 2: Free is killing loyalty and results in selfish behavior and greater expectation without commitment.

Principal 3: You place greater value in the items you purchase or earn.

Apple: Walking a Fine Line

All artists love Macs. They have to. They’re cool. They’re pretty. They’re innovative. Just like the artist.

As the owner of a marketing agency I feel entitled to say this, “Macs are great because creative folks will actually work on one without complaining. Even if it crashes or causes compatibility issues with other businesses you work with.” It’s a Mac. Everyone else should just give in and buy one (or two if you are really creative). Right? What about an iPod or an iPhone or any other host of products.

Yes, I am being sarcastic. Opinions may vary about Apple’s products, but one thing is for sure, they are/were great marketers. As a result Mac users are so loyal that Apple is often referred to as a cult brand. I will even go so far as to say, if they offered iKoolaid their devoted followers would gladly drink.

They’ve reached the pinnacle of brand marketing. And as a result must feel so secure that they can completely abuse their most loyal customers (the very customers who camped out and shelled out $600 for a phone that most likely requires them to switch phone service). You are walking a fine line when you take advantage of loyalty for your own greed then offer a discount to bring in additional business.

I suppose another strategy is to offer a new iPhone every couple of months and frustrate every person who just purchased what they thought was the latest product. Or, better still you could be so arrogant as to bully the very businesses that have helped generate your success or should I say dominance.

I should stop complaining. It’s a Mac. I love it. I have to. I’m an artist.


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THE BOTTOM LINE:

Principal 1: Never abuse loyalty. Your loyal customers should be your top priority.
Principal 2: The best customer is the one you already have. It costs you far more to get a new customer than to keep an existing one.
Principal 3: A Tyrannical ruler will eventually be overthrown. It starts as rebellion and builds to revolt.

The Perfect Plan

When I was a boy my mother told me I was special. But I never heard the word “genius” come out of her mouth when referring to me. (OK, that’s not completely true. I did hear it a few times but I am pretty sure it was laced with sarcasm.)

I have never claimed to be a genius, but I do claim to be an expert when it comes to common sense and marketing – which is almost the same thing.

Let’s talk common sense first. How can so many companies spend so much money on such bad plans? Have you ever looked at an ad and thought, “I hope they didn’t pay much for that?” If so, you have common sense.

Now let’s talk marketing. Marketing is about concept, strategy and execution of the plan. Success is dependent on the perfect plan. If that is true, does it matter what your marketing materials look like?

Yes, looks matter.

I may sound like I’m contradicting myself. I’m not. Materials that look good get noticed, but they can get noticed and still not work. They can look good and still have no impact. They can look good and send the wrong message. They can look good and be a total waste of money. So why do I say looks matter? BECAUSE THEY DO! Poorly designed materials can have great content and never work. You need the right combination of image, personality, and communication to be effective. You need the right plan.

There is a difference between generating awareness and generating enthusiasm. Be wary of agencies that sell you on awareness. They may execute a bad plan perfectly. You will create awareness, but it may cost you more in the future to try to change your reputation.


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THE BOTTOM LINE:

Principal 1: Your marketing materials are a direct reflection on the reputation of your company.

Principal 2: There is no benefit to perfect execution of a bad plan.

Principal 3: Your reputation is your greatest asset. Protect it.

Politically Correct

I will quote a local talk show host Scott James, “I think my head is about to explode.” Where is common sense today? Let’s talk marketing. Is stereotyping wrong? No!!! There would be no stereotypes if they weren’t accurate. Let me ask you a question. Are hippies Republicans? (Whoops, you just stereotyped.)

It’s time for some marketing tips. Think about the last stand up comedian you heard. Were you offended? Someone was. Humor is subjective. Environment plays into whether or not you think something is funny. Laughter is contagious. Mood makes the difference.

What I just said was very deep. You need to know when and how your audience interacts with your marketing materials or advertising if you want them to be effective. Details matter.

Consider magazine advertising. When are people most likely to read a magazine? At their desk during work hours? (I am about to make another assumption.) Most people read magazines on their leisure time. This information should help determine how you should speak to them or even what should be advertised. Businesses today seem to be questioning whether or not to pull ads from print and focus on the web. Think for just a minute. When are people online? Do they bring their laptops to the bathroom, or the waiting room, or the beach? OK, so print is still viable.

Effective advertising is not the result of the magazine or website. It is a result of the ad. Concepts matter, style matters, strategy matters, and your product matters.

Do you think you or your company keep up with the ad spend of today's giants? Probably not. (If you can, I will still be willing to speak with you.) That means you need laser sharp focus in reaching your audience. You need to speak to the niche.

You need to stereotype to reach the maximum number of people. Someone may be offended. Oh well. They will still probably contact you when the time is right.


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THE BOTTOM LINE:

Principal 1: You must make assumptions to define your audience. (You must stereotype.) If you do, you will communicate more effectively to your target audience.

Principal 2: You cannot control all circumstances or people’s emotions. Play to the majority.

Principal 3: People are more willing to complain than praise. If you hear complaints don’t panic. Your materials actually evoked response. Congratulations. The results will likely overcome the negative feedback you may have to endure.

They Say

There’s a t-shirt quote that says, “No sense in being pessimistic. It wouldn't work anyway!” That’s funny, but it’s also destructive. If you believe it, don’t bother reading any more. I want to speak to people with enough conviction and optimism to get something done.

Have you heard from the group called “They” recently? They say that the economy is good. They say we’re headed for a recession. They say that we have a crisis called Climate Change. They say Global warming doesn’t exist. Who are they? How did this group called “They” get in the heads of so many people?

Let me state two simple truths before we move on.

Truth 1: The only way to get where you are going is to know where you want to go.

Truth 2: Moving in the wrong direction won’t get you there.

If you don’t trust your marketing agency get a new one. Without trust you will withhold the very information they need to help you succeed. Here’s a rule of thumb. Do you trust your agency enough to honestly tell them the budget? If you are looking for bids in the hope that you will save money, then you don’t trust your agency.

Will your agency spend the whole budget? Probably, but you defined it. Our goal is to do the best with what you have. If you have a thousand dollars, we will come up with solutions that fit that budget. You get what you pay for. (I guess that is Truth 3.)

You are not saving money if the marketing efforts don’t get results. Measure the results. If you are making money, consider spending more. That sounds self serving I know, but consider a simple financial investing principle. If you knew would double your money, would you invest $1.00? You would then have $2.00. Fantastic, I’m sure you are tracking with me. What if you invested $100,000.00 (Do the math, even if you are afraid.) The return is the same, but you’ve done much better. You say, “I would invest, if I had the money.” But you will never have the money if you don’t invest. If you have the money and won’t invest in your marketing, you don’t trust your agency. Move on.

I will bet “They” say that what I am telling you is foolish and you shouldn’t throw the money around. Maybe “They” only made $1.00.


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THE BOTTOM LINE:

Principal 1: Marketing should be an investment not an expense. You should get results or you should move on.

Principal 2: You can measure your level of trust by how much information you try to withhold.

Principal 3: To achieve maximum return on investment, you must clearly state your goals.

Truth: Greatness Takes Guts

Mike Tyson was one of the most feared boxers in History. They said he was unbeatable, ferocious, devastating. His reputation struck fear into the hearts of his opponents. They lost before they ever stepped in the ring. But, one man, without fear, ended that mystique. As Tyson fell to the canvas he looked helpless and confused. The world was in shock! I celebrated. Buster Douglas went from good to great in an instant. He faced fear and doubt and made history.

The book “Good to Great” demonstrates wonderful business principles, but the truly good news is how many copies of the book sold. The book sales alone demonstrate our desire to “BE GREAT”. Here is the good news: It is possible to be great. Now the bad news: It takes guts. In business and marketing being great is not about popularity. Being great is about what is accomplished. Passion, talent, determination, and stamina are characteristics that are common with great leaders, but I feel I need to say it again, “Greatness takes guts.”

People have said the stupid things. You may remember a few. “If God wanted us to fly, we’d have wings.” “Why would anyone pay for bottled water?” “The internet is just a fad.” “There’s no more money to be made.” “This boat is unsinkable.” “The world is flat.” I could go on, but I think you get the point.

“Why?” is a good question. It’s just one word. It’s powerful. It’s provocative. Something must have happened in our childhoods' that convinced us that “Because” was a sufficient answer. I know as a parent I have said those very words. Sorry kids. I said it, because I didn’t feel like answering or I didn’t have a good answer. In other words it was easy.

Why do we insist on attempting to make everything easy? Why don’t we value effort? Playing it safe is a recipe for failure. Play to win not to survive. Step in the ring. Gain some respect.


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THE BOTTOM LINE:

Principal 1: Fear should not drive business decisions. Fear paralyzes progress.

Principal 2: The “easy way” is the path most people take. Most people will not achieve greatness.

Principal 3: People are full of bad advice and they are happy to give it. It takes courage to go against the grain. You may not become popular, but you may become great.

Force Fed

When I was a kid, I was forced to eat tomatoes. I puked. I was told you will like them they’re great. Years later, I still try them. I don’t puke, but maybe that’s because I have the choice to stop. I like ‘em cooked and in salsa but I still don’t like ‘em raw. But to this day people will tell me what I’m missing and I don’t care.

I don’t blame my parents for my huge problem. I just have to accept that I live in a world of tomato lovers. Yes, I can accept the tomato lovers and admit that a lot of them exist.

Here’s my point. People are different. They like different things. One size fits all is certainly a lie. Otherwise everyone would look good in spandex. You can’t please everyone all the time. Don’t try! Understand your audience. People are more than a demographic. So how can we reach our audience? The answer is easier than you might think. Pay attention! Quit force-feeding what you like and learn what your audience likes.

I was presenting concepts to a client and I did not get one word out before the client cut in and said, “No! I don’t like green.” My reply was, “That’s fine. Pretend it’s orange.” I don’t mean to sound disrespectful, but when you’re in the business of marketing you need to know that the client is not always right. You need to reach the audience. Maybe his audience liked green. Our job is to properly represent the brand and understand the client’s objectives. Most importantly it is to get results.

Don’t force-feed – your audience may puke and never come back.


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THE BOTTOM LINE:

Principal 1: Understanding your audience will generate success for your business.

Principal 2: Marketing your business or product is not about you. It is about your customer.

Principal 3: Understanding your audience takes more than knowing standard demographics. Today’s marketing solutions must target the niche. You probably need to reach more than one niche with the same product or solution. Utilize technology for laser sharp focus.

Defining the Innovator

Do any of you remember that PBS painter with the afro that paints with a putty knife and makes “happy little trees”? As a kid I used to watch him and I was amazed that you could make leaves by smashing the bristles of your paintbrush against the canvas. I was so impressed that he could complete his painting in a half an hour. I thought he was a genius, but then again, I was just a kid. What did I know about art? It turns out it’s pretty easy to make a happy little tree. It’s also easy to paint by numbers or color in the lines.

Formula and technique will never have soul. 

"Soul is expression that flows from within. It’s not taught. It requires risk. When you've mastered the basics you become empowered to create. Style becomes a choice, not a result. It's tragic when formula and technique define creativity."

That would be like giving art lessons to Picasso.